Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam

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Arthur Nguyen, Nil Özçağlar–Toulouse (2020). Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.08.029

@article{arthur2020nation,
  title  = {Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam},
  author = {Nguyen, Arthur and Özçağlar–Toulouse, Nil},
  year   = {2020},
  journal = {Journal of Business Research},
  doi    = {10.1016/j.jbusres.2020.08.029}
}

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